Rolex Price Increase June 2026: Every New Price (Daytona, Submariner, GMT & More!)

[0:00]Today is June 1st and we get hit with the Rolex price increases again. This is the second price increase in 2026, affecting mainly two-tone and gold models. I'm here to tell you which Rolex watches were affected by the June 2026 price increase and the exact prices before and after, so let's jump in. While Rolex increased their prices, Luxury Bizarre did not. We're not affected, we're the secondary. Yes, it does adjust over time. But if you head over to our website, you'll notice that the prices are the same as they were last month. If you want to buy a Rolex before the price increases do catch up on the secondary, head over to the website. Starting with the Land Dweller 36 mm in rose gold, the retail price used to be 47,000, now it went up to 49,400. That's a little bit over a 5% increase. Next we had the Land Dweller 40 rose gold. Retail price 51.5, now it went up to 54.1. Again, roughly about the same price increase. The Day-Dates, 36 mm, yellow gold was 43.7, now it's 45.9. Again, 5%. Rose gold 47.2 went up to 49.6, and the white gold 47.2 went up to 49.6. So far we're staying within slightly over 5% price increase across these models. Sky Dweller, the two-tone yellow gold went from 23.5 to 24.50. That's only about a two, if a little less than 2 1/2%. Yellow gold was 49,050. Where did 50 go up, 50 went up to 51.4? That's slightly under 5%. Rose gold 50,850 went up to 53.450. Again, a little over 5%. Same with the white gold it went from 50,850 to 53.450. Let's jump to the Lady Datejust. The two-tone yellow went from 11.9 to 12.2. Two-tone rose, 12.2 to 12.550, yellow, 32.5 to 34.1. The two-tones seem to be going up just under 3%, where the golds are going up roughly around 5%, anywhere from 4.8 to 5.2%. With the rose gold being 35.5 to 37.3 and a white gold 49,000 to 51,400. Now, if you think about it, it kind of makes sense, right? A full gold watch or two-tone is technically half gold. It's actually less gold than a two-tone version than there is in a full gold version. But let's just assume it is half, it kind of makes sense theoretically, if if the gold is a 5% increase, two-tone should be somewhere around two. But, you know, they're keeping it slightly under under three, 2 1/2 to 2.8, if you will. The Datejust 31, same thing, two-tone yellow 12.750 to 13.1. Two-tone rose 13.2 to 13.550. Again, staying on the 3% where the yellow, rose, and white golds are 37.5 to 39.4. 40,800 to 42.9 and the white gold 55.1 to 58.00. Again, staying just slightly above that 5% range. Datejust 36, two-tone yellow 14.650 to 15.050. And two-tone rose 15,000 to 15,350. Datejust 41, same thing. Two-tone yellow 16.350 to 16.8, two-tone rose 16.950 to 17.450. Submariner is a bit of a surprise because the two-tone yellow went from 18.9 to 19.450, which is just under 3%. But the yellow gold only went up 2.6%. 49.6 to 50,900. Perhaps companies are understanding that sometimes you may price yourself out by increasing these retail tremendously. Because they don't just look at the first price increases. They look at the price increases they're due the following year and so on and so forth. Yes, manufacturers raise their prices almost yearly, sometimes twice a year, right? So, at some point you got to look into the future and say, well, if we do 5% increases over the next two, three years and even twice a year, do we really want our yellow gold sub to be retailing for 65 to 70,000? That is the question. And because it didn't go to full 5%, one tends to think that, oh, there might be another increase in the future, that an additional 2 1/2%. Nobody can really tell you that, and if I told you that, I'd be lying. Nobody knows, only Rolex knows. Sea-Dweller, same thing for the two-tone, 21.950 to 22.450. The Deepsea yellow gold, here they hit us with a 5% increase. Now the Deepsea yellow gold is a humongous watch that has a lot of gold. It was priced at 64.8, which is already pretty hefty, now it went up to 68.1. That's not going to sit well with some of the buyers out there. This is one of those pieces I feel like is slowly getting priced out. Think about what else you can get for 70,000. You can have full gold out there from other brands. Now let's jump to our favorites, GMT Master II's, right? And oddly enough, one of the watches on here had the largest increase out of all of them. The two-tone stayed in line, the yellow from 19.950 to 24.50. The two-tone rose from 19.6 to 20,050. Rose gold went up the usual 5%. Why the white gold went from 50,700 to 54,700? That's almost an 8% increase, making it the largest thus far out of all of these models. And let me explain. White gold pieces are traditionally more expensive because they get rhodium plated. Rhodium is an expensive material. In fact, let's see where rhodium is at right now. Rhodium was hovering for about 1,000 bucks and I kind of feel bad. I told myself I should buy some and I didn't. I normally buy gold and silver. And the spot price today is about $9,000, so you had a humongous increase. If I look at the chart, one year ago this it was sitting at around 4,000 and prior to that it was sitting even under that, so it's more than doubled in price. And while there's not a whole lot of use physically in terms of grams per watch, they still use them across a lot of things. And they have to buy that stuff, so when that stuff doubles in value, that kind of explains why we're seeing such a price increase. And of course, the Daytona. Two-tones, in line. The yellow two-tone 24 to 24.550, yellow gold, rose gold, white gold, staying in line at 5%. Now you're asking yourself, well, why is the white gold here less expensive? And the answer is, I have no idea, and nor am I here to tell Rolex what to do, if you will. The Explorer 36, same thing, two-tone 14.250 to 14.6. And these 2. something percent increases, they're barely noticeable, and I don't think that's something that's going to move the needle. In fact, most price increases across most brands is something that is small enough, if you just look at the sheer numbers. For example, the Yacht-Master 37, two-tone rose, 17.3 to 17.750. Mentally, that does not move the needle, right? Unlike, for example, the rose gold, which is 31 to now 32.5. Even though it's only an increase of 2% versus the two-tone, it starts to play games with your mind because now 32.5 sounds a lot more than 31,000. Yacht-Master 40, same thing, two-tone went from 19.3 to 19.750, and the rose gold, that 5% went took you from 35.9 to 37.7. Yellow gold Yacht-Master 42, and so is the white gold 5% across the board, it went from 36.3 to 38.1 and 38.1 to 40,000. Another one which I would have probably tried to keep under because 40,000 sounds a lot more than let's say 39.850, if you will. And last we have the 1908 Perpetual. That watch in yellow gold went from 27.5 to 28.850, and white gold 28.8 to 30,300. Collectively again, about 5%. Now, why do I think they did this? Well, for one, you guys have to keep in mind that price increases across the brands are normal. Things like inflations, things like moving markets, the fact that they're the number one selling brand in the world by far, and things are flying off the shelves and and there's a waiting list for most of the models out there. The answer is why not? But in reality, they look at a lot of things, cost of manufacturing, cost of precious metals, cost of labor. It's the same way I look at my business when I look at my profit and loss statement, all my balance sheet and I go into all my expense accounts and I see where did expenses increase. Where can I decrease some expenses? Now, while I'm not a manufacturer, so there's no direct increase in price when it comes to specific goods, but then I look at things like cost of procurement. Besides import duties, we now have tariffs, right? So, as you have seen, even on the secondary market, and I'm not just talking about us, I'm talking about everybody, prices have increased. Those costs do go somewhere, right? And eventually it did result on the market going up across, you know, 10 to 20% across some of the models that are actually really, really hot. Because if you don't have a choice but to go overseas to procure these models and so is everybody else, ultimately the price will go up. As time moves, expenses move, cost of goods moves, cost of precious material moves, this is not Rolex jumping on the bandwagon of being the hottest brand out there. This is their regular price increase, which I'm sure was planned long before gold maybe even jumped, right? But again, I don't know 100%, and if I told you, I'd be lying, only Rolex knows. Yeah, and as I said in the beginning, this isn't something that's going to affect the secondary market as of now. It's going to affect that secondary market in a little bit of a distant future, we're talking about anywhere from three to nine months. Now, why does that happen? Because there will be people out there purchasing these goods, and then they'll they'll be selling those goods back into the secondary market. And I'm talking about stuff that's over retail or under retail, it doesn't really matter. It takes time because we are not an official Rolex dealer. We're not somebody that's going to place our next order from Rolex and now raise the retail prices of all the existing stock that we have. So for the secondary market, it's more of a slower burn, rather than let's say your local AD who's going to reprice every single one of those watches that's in a showcase as we speak. The minute they got the new price list, they reprice everything. I promise you, even though they purchase based on the old list and rightfully so, because their replacement cost now goes up, so there's nothing wrong with doing that as well.